Lingerie retailer reports new rich media merchandising platform investment pays for itself within a month

Lingerie retailer reports new rich media merchandising platform investment pays for itself within a month

Luxury lingerie retailer Myla is using the rich media merchandising and marketing platform from Amplience to reproduce the sophisticated instore experience online.

Myla has reported that early results have been impressive, having choses the Amplience platform to provide website visitors with a rich and luxurious interactive experience that would drive engagement and conversions. The company believes that the platform paid for itself within weeks of deployment and the brand has achieved a 33% engagement rate for visitors that interact with optimised content on the homepage. Visitors who have engaged with Amplience content have converted at double the rate of others, allowing significant sales increases.

Rich graphics and interactivity

Myla employed multichannel consultancy Practicology to both advise upon and manage the implementation following the decision to re-platform. Jeremy Wilson, Practicology chief operating officer, commented: “In the luxury end of the market, imagery is at the heart of creating the right atmosphere and customer experience. Due to the ease of use, as well as the rich graphical and interactive capabilities, we recommended that Myla migrated to the Amplience platform.”

The technology enables the retailer to create and publish campaigns using customisable templates, as well as to effectively merchandise and manage email landing pages or hiddenareas of the site such as exclusive promotions.

Breaking through technical limitations

Previously, Myla’s merchandising process was bogged down in manual administrative and lengthy publishing processes. Inflexible HTML-based merchandising technology limited how it was able to use images in category and product management or direct consumers to different areas of the site. New platform enables even non-technical staff at Myla to now implement new campaigns in a matter of minutes.

Myla has strategies in place for the further expansion of its merchandising capabilities. According to the suppliers, it has initial plans to fully implement rich merchandising on category and email landing pages, which should prompt an additional boost in conversion rates. It is also considering a possibile extension to a mobile website in the future.